CASE STUDY ON PERSONALITY AND LIFESTYLE THE MAGIC OF IPOD MGM 3244 CONSUMER BEHAVIOR

HAIRUL BIN AZMI J41397 CHE ENGKU NORMAH BT CHE ENGKU MOHD J41390

INTRODUCTION

iPod is a brand of portable media players designed and marketed by Apple and launched on October 23, 2001.The iPod line came from Apple's "digital hub" category, when the company began creating software for the

growing market of personal digital devices.As ordered by CEO Steve Jobs,

Apple's hardware engineering chief Jon Rubinstein assembled a team of engineers to design the iPod line, including hardware engineers Tony Fadell and Michael Dhuey, and design engineer Jonathan Ive

Overview Chapter

A consumers personality influences the way he or she responds to marketing ( ipod ). Consumers lifestyles are the key to many marketing strategies. Psychographics go beyond simple demographics to help marketers reach different segments. Identifying patterns of consumption is superior to knowledge of individual purchases when marketer crafts a lifestyle marketing strategy.

VALS

Stand for Values and lifestyles